IHG to start new midscale hotel brand

IHG's avid hotels will debut in 2019. This is a rendering of a property. (Photo: InterContinental Hotels Group)

InterContinental Hotels Group has revealed the name of its new midscale brand: avid hotels.

The new brand became franchise-ready this week. More than 150 owners have already expressed interest in it.

The company expects the first avid hotels to begin construction in early 2018, with the first opening in early 2019.

Avid hotels will target travelers who want the basics done well at a price point of about $10 to $15 less than IHG’s Holiday Inn Express brand.

Elie Maalouf, Chief Executive Officer of IHG, The Americas, says company research shows that the midscale segment has 14 million potential customers.

“We identified them as principally everyday travelers,” he says. ‘They are self-reliant and particularly know the value of the dollar. … There are things they are not interested in or need or want to pay for in this space.”

All avid hotels will be new builds rather than conversions. They will be at least three stories tall and cover about an acre and a half lot, about one acre smaller than usual. Each hotel will have 95 to 100 rooms.

The exterior of the building will have an open and airy entry and a canopy. The interior will be bright, have open work areas, and communal areas.

“When you arrive at that hotel you’ll find a beautiful building with eye-catching design and colors,” Maalouf says. “It’s vibrant, open, full of contemporary and multi-design spaces.”

Guests will get a complimentary breakfast. There will be a marketplace with grab-and-go options. The entire property will have fast, IHG Connect Wi-Fi.

Guest rooms will have sound-reducing features. The bathrooms will have a bright and fresh design. Each room will have a dedicated workspace, storage areas, and in-room entertainment options that will let guests stream their content from their personal devices.

The brand has a new logo with Red and Aqua colors.

IHG's avid hotels will debut in 2019. This is the new logo. (Photo: InterContinental Hotels Group)

“We have a track record of building highly successful mainstream brands,” says Maalouf.